Sanlorenzo Brings Its World to London with New Mayfair Showroom

Sanlorenzo has expanded its presence in the United Kingdom with the opening of a new showroom in Mayfair, London, located at 61 Park Lane. The new space marks a further step in the brand’s long-standing relationship with clients across the UK and Ireland.

Founded in 1958 in Tuscany, Sanlorenzo has established itself as one of the most design-driven shipyards in the industry. Each yacht is created around the vision of its owner, developed in collaboration with leading architects and designers.

Designed as a quiet and refined environment, the showroom offers a more personal way to experience the Sanlorenzo world. It is intended as a place for conversation and exploration, where clients can engage with both the Sanlorenzo and Bluegame collections in a setting that reflects the brand’s understated approach to luxury.

Speaking at the opening, Sanlorenzo Executive Chairman Massimo Perotti underlined London’s position as a leading global hub for design, culture, and influence. The Mayfair location allows the brand to be closer to clients who view yacht ownership as a highly individual expression of lifestyle, shaped by design quality and craftsmanship.

Since Sanlorenzo UK became the official representative in 2020, close to thirty yachts have been commissioned across the group, with a significant proportion of owners new to the brand. In the UK market, demand has been particularly strong for the SL line, especially models featuring the asymmetric layout that enhances onboard space and strengthens the connection to the sea.

According to Sanlorenzo UK Managing Director Nick Hatfield, many client journeys begin with a charter before developing into ownership. The new London showroom supports this progression, providing a central location where early conversations can take place in a discreet and design-focused setting.

The group continues to show strong performance, with 2025 revenues exceeding 960 million euros and sustained global demand for bespoke, design-led yachts.

The opening of the Park Lane showroom further strengthens Sanlorenzo’s position in the UK market and provides a dedicated London destination for clients to engage with the brand’s approach to contemporary yacht building.